Research On Users’ Multi-screen Usage Behavior From The Perspective Of Scene Theory

This paper takes the user’s multi-screen use behavior as the research starting point,attempts to explore the current situation of its use,and then analyzes its causes,which are mainly achieved through questionnaire survey and in-depth interview.The introduction mainly introduces the background,object,significance,research basis and research methods of this research.In the text,users’ multi-screen usage behaviors are divided into work or study scenarios,entertainment scenarios,and mixed scenarios based on scene elements.Then,the use of users in each scenario is described by questionnaire survey.Finally,from the perspective of commonality,the research method of in-depth interview is used to explore the causes behind it.The research found that multi-screen use has become a common phenomenon,users choose 2-3 screens at the same time,often lasting for a period of time.It is a relatively systematic behavior.Its use scenario including screen equipment,facilities in the physical space and other prerequisites,and this also affects the selection of screen functions.Mobile phones and other mobile devices are used as the main screen,and social behaviors run throughout.Users’ multi-screen use presents two modes: multi-screen collaboration and multi-screen multitasking.In addition,due to users’ dissatisfaction with information,they have a high demand for both quantity and quality of information,and their pursuit of convenience exceeds their financial investment.At the same time,in the process of using multiple screens,multiple screens simultaneously send information to users,forming a mode of information dissemination in the state of multi-screen use.Excessive information prompts users to generate selective attention,among which tightly paced and interactive content is more likely to attract users’ attention,while perceived information is useless and commercial information is prone to avoidance behavior.Finally,in view of users’ multi-screen usage habits,suggestions are put forward from the perspective of marketing.In terms of product form,the multi-screen usage process should be simplified.The planning of cross-screen marketing also depends more on users’ multi-screen usage habits and is oriented by convenience and simplicity.In the creation of content,more exciting content is added,and the rhythm is compact,so as to convey more information and meet the needs of users for information.In addition,in the creation of advertising works,users can perceive the usefulness of advertising,thus reducing avoidance behavior.In the placement of internet advertising,perhaps placing it on highly interactive media platforms,such as social media or games,would be a more ideal state.